Mentadent Professional toothpaste

Mentadent is an iconic oral care brand with a strong heritage specifically in the Italian market. While the 'Mentadent' name was used globally by Unilever (and often associated with the Pepsodent brand in other regions), the specific 'Mentadent Professional' line is deeply rooted in Italian dental innovation.

Historically developed under the Unilever umbrella, the brand's manufacturing has traditionally been centered in Europe, with a major production hub in Italy to serve the Mediterranean market. In 2021, Unilever agreed to divest its Global Elida Beauty business, which included Mentadent in certain geographies (Italy and others), to the private equity firm Yellow Wood Partners. This transition, finalized in 2024, places the brand under the ownership of Elida Beauty, an independent company backed by US-based private equity capital, though local operations and market leadership remain steadfast in Italy.